AD NETWORKS
NEW YORK LIFE | February 16, 2022
New York Life, America’s largest1 mutual life insurer, today debuted Our Product, the latest advertising creative of the company’s “Love Takes Action” campaign. “Love Takes Action” reminds Americans that they have the power to act on their love to build better futures and protect loved ones. The first creative of the campaign, Agápē, launched in January 2020 in coordination with pro football’s championship game.
Our Product highlights the core of what New York Life delivers: agents who maintain caring relationships with clients and deliver guidance throughout their lives. The creative depicts long-standing traditions of New York Life’s diverse and industry-leading2 agents meeting with families and being there when they’re needed most.
This latest creative emphasizes the strong presence of our agents in their clients’ lives throughout all that life brings. The ‘Love Takes Action’ campaign is rooted in New York Life’s long-held core values of integrity and humanity, and the company’s purpose - to be there when our clients need us. By highlighting our agents’ caring role in supporting Americans as they act on their love, we believe the campaign continues to convey the message of love taking action in a meaningful and memorable way.”
Kari Axberg, co-head of marketing at New York Life.
Our Product will be seen regularly during Atlantic Coast Conference (ACC) and Pac-12 college basketball games, among other national broadcasts. The campaign features the hashtag #lovetakesaction.
Anomaly led the creative and production for the spot, which was directed by Spencer Creigh of Superprime.
ABOUT NEW YORK LIFE
New York Life Insurance Company (www.newyorklife.com), a Fortune 100 company founded in 1845, is the largest1 mutual life insurance company in the United States and one of the largest life insurers in the world. Headquartered in New York City, New York Life’s family of companies offers life insurance, retirement income, investments, and long-term care insurance. New York Life has the highest financial strength ratings currently awarded to any U.S. life insurer from all four of the major credit rating agencies3.
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AD NETWORKS
Parsec Media, Kargo | April 01, 2022
Kargo today announced that it has acquired the attention-based mobile advertising business, Parsec. With Parsec, Kargo expands the ability of advertisers to buy digital media using the time an ad is exposed on screen across a variety of unique creative formats, creating the only platform to deliver attention-based, optimized, digital advertising for marketers.
“Our mission is to create memorable experiences for consumers, in turn, creating more value for brands by building new ways for them to buy success. With Parsec, Kargo is the leader in attention, a key metric in experience-based advertising. Attention empowers brands to optimize their campaigns to what is engaging and where time is spent, not just what is seen,” said Harry Kargman, CEO and Founder of Kargo.
“Our mission is to create memorable experiences for consumers, in turn, creating more value for brands by building new ways for them to buy success. With Parsec, Kargo is the leader in attention, a key metric in experience-based advertising. Attention empowers brands to optimize their campaigns to what is engaging and where time is spent, not just what is seen,” said Harry Kargman, CEO and Founder of Kargo.
Kargo’s platform provides brands with a best-in-class environment to activate attention buys. With differentiated creative solutions for quality audiences, the platform performs well above industry benchmarks across key attention indicators.
In a recent study conducted with MediaScience, Kargo’s ad formats delivered:
73% total audience attention (gaze) compared to 51% which gazed at standard banners
2x average gaze time for Kargo ads compared to standard banners
2x stronger brand memory than standard banners
2x purchase completion on product deal searches compared to standard banners
Kargo clients are now able to buy media based on “seconds exposed,” which guarantees that no impression is wasted. Kargo’s attention-based solution moves the digital advertising market beyond viewability, providing a better understanding of the engagement that a particular creative and placement generates. At a time in the industry when brands are looking for more transparency and control over their media buying and looking for new ways to prove success beyond the crumbling cookie, attention provides the next level in measurement and understanding around media quality and creative efficacy.
Later in 2022, Kargo plans to expand from time-on-screen measurements to include a variety of machine-learning-based intelligence that will further optimize campaign performance. With quality measurement from partners including Human, Clean.io and Adelaide, as well as the release of new attention formats, Kargo continues to raise the bar for quality, success and efficacy.
“At Parsec, we’ve always believed that attention is the single most important metric in advertising. We are confident that Kargo will continue to deliver the extraordinary brand impact that our clients have come to expect,” said Diane deCordova, co-founder and COO of Parsec Media.
About Parsec Media
Parsec Media, a pioneer in attention optimization, quantifies the success of creatives and tactics. Parsec works with leading publishers across every vertical to provide a 100 percent transparent, brand-safe, and contextually relevant environment for brands. With a focus on attention metrics, Parsec aligns all stakeholders around a common goal: creating ads that people enjoy and find relevant. The company developed Adelaide, a SaaS solution leading in the rapidly growing field of evidence-based media quality measurement. Adelaide’s metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel metric that evaluates thousands of signals to predict attention and drive more efficient outcomes. For more information, visit parsec.media.
About Kargo
Kargo creates memorable digital advertising and content experiences. With a suite of impactful, exclusive advertising solutions, brands choose Kargo to make customer connections that count. Kargo is the leader for unique ad placements, with creative options that make the most of mobile, video and social media. For publishers, Kargo delivers technology that dramatically improves viewer experience, as well as inventory and page performance. Headquartered in NYC, Kargo is 350 employees strong with offices across the globe.
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AD TECH AND MARTECH
Google | March 16, 2021
In March 2021, Google announced that it was ending support for third-party cookies, and moving to “a more privacy first web.” Even though the move was expected within the industry and by academics, there is still confusion about the new model, and cynicism about whether it truly constitutes the kind of revolution in online privacy that Google claims.
To assess this, we need to understand this new model and what is changing. The current advertising technology (adtech) approach is one in which platform corporations give us a “free” service in exchange for our data. The data is collected via third-party cookies downloaded to our devices, that allow a browser to record our internet activity. This is used to create profiles and predict our susceptibility to specific ad campaigns.
Recent advances have allowed digital advertisers to use deep learning, a form of artificial intelligence (AI) wherein humans do not set the parameters. Although more powerful, this is still consistent with the old model, relying on collecting and storing our data to train models and make predictions. Google’s plans go further still.
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ADVERTISER PLATFORMS
ReBid | May 11, 2022
ReBid is the world's 1st Unified Marketing and Advertising AI Automation platform which is ready for the cookieless world and uses proprietary AI based algorithms that leverages MadTech (MarTech + AdTech) to simplify digital marketing. ReBid has unified workflows, data harmonization and real-time automated reporting. This translates into an immediate saving of 40% on resources and leads to incremental Returns on Ad spends (ROAS) by over 30%.
ReBid’s multiple partner integrations across ads, marketing, data management and more provide an unprecedented reach of 98% of global digital media audiences.
ReBid has snapped up marquee clients across SEA, Middle East and the US driving 200% business growth since the start of the year.
"ReBid unifies, simplifies and scales every client's digital marketing and advertising efforts and also saves real dollars in the process while having significant impact on ROAS uptick. Our AI led cookieless approach and clear focus on 1st party data enrichment allows brands and marketers to build a single view of their customers as they future proof their digital marketing,"
Rajiv Dingra, Founder & CEO, RD&X Network
ReBid provides a host of benefits and features, including:
Access to ads activation and reporting capabilities across integrations like Search & Display (Google Ads), Social Ads (Facebook, Instagram, Twitter & LinkedIn Ads), Programmatic (Display Video 360 and many more), Ad servers (Campaign Manager 360), Analytics (Google Analytics) & more
Fully Automated and One click Reporting exportable in 20+ precreated reporting templates
CXO view dashboards with key insights across Channel, Creative, Device and Keyword Performance
Real Time monitoring of live campaigns KPI and Pacing status
Optimize live campaigns across 15 platforms in a single click
AI recommendations across bid, budgets, pacing and more across media plans and campaigns
Onboard 1st party data and convert to ID before activating it across top Programmatic Platforms
Access and analyze log level programmatic data and in house programmatic
Build and enrich single view of the customer journey across web and app users and automate entire marketing workflow
ReBid is an enterprise grade platform certified with highest global security and data compliance certifications like SOC2, ISO 27001 and GDPR.
ReBid also has a free to signup version for digital marketers to try out.
About RD&X Network
Founded by Rajiv Dingra in 2020 RD&X Network is a global marketing and advertising technology company headquartered in Dubai, UAE. It leverages MarTech, AdTech and Deep Tech to drive creative, media, data, and business transformation, helping global businesses become Real-time, Disruptive and thereby achieve eXponential growth.
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